How do you guys make the decision around that?

Yeah, it's hard.

I think it's different for each experiment that we've done.

The project that Kelsey worked on, for instance, I think we had a very well articulated idea of what kind of metrics we wanted to see move and what level of significance would would support additional investment.

But at the same time, while we didn't find that it moved the needle for the whole project, we did find that there were some use cases that really make sense to put that level of investment in.

And it prompted broader conversations across the organization around what kind of investment could we apply that would support digital experience and personalization across the whole suite of our digital experiences.

But then as another example, we have more of a direct revenue driving product that we're piloting this year as well.

You know, I'm curious, like any resources or any guidance or any any tools or anything, anything that you would point them to that you think might be helpful for them? That's just like super practical.